Can AI be creative' While this question often leads to philosophical debates about the meaning of creativity, one fact is clear: Many creative professionals are already using an increasing array of AI tools.1 Art directors, copywriters, and others are harnessing generative AI's capabilities to generate a large stream of text, imagery, and sound on demand. In one notable example, AI-generated content was selected as the winner in the creative photo category of the Sony World Photography Awards.2 What does this trend mean for the future of creative industries, the leaders who manage creative work in their companies, and their coworkers who make decisions in related areas such as marketing, sales, and legal' Here, we'll discuss the ways in which AI is affecting this type of work and how creative leaders and their colleagues can prepare for these shifts. The proliferation of generative AI tools is set to substantially increase the creative content supply by enabling high-speed, low-cost...
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